Building a Brand Plan

for Marketing
Joseph Frost
KreativElement.com
 What is Marketing?
Marketing is NOT advertising or sales
Marketing is the Science of Sales
Knowing your Audience
Identifying Needs and Wants
Positioning your Product or Service
Justifies Advertising and Drives Sales
 What is Branding?
Your Brand is Your Story
Told by others
Shared by others
Perceived by others
Branding is your reality
 Brand Plan

Establish Brand Equity

Leverage Your Brand
Create Brand Share
Brand ROI
 Brand Equity

Your Story: Values, Vision and Mission

Positioning Statement
Value Proposition
Brand Promise: Tag Line
Brand Equity Chart

Mission What you want to do your reason for being

Why youre doing what you do The big picture goal: have to be able to see it in
Vision your minds eye

4-5 beliefs never compromised & everything you do gets measured against
Core Values

Positioning A 1-2 sentence description of How you do what you do and for whom
Statement (ie- what markets.)

Value
One sentence which conveys to others the Value you provide to your customers.
Proposition

Tagline Quick, catchy statement or phrase that embodies who and what you are.

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 Definition of a Value
Non negotiable rule of the road

Defines who we are, uniquely

In addition to the qualification criteria, defines our

table stakes.

Behaviors

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 Characteristics
Think of the BEST team member youve ever
known

Think of the WORST team member that youve

kicked out of a group, a club, etc. or just heard
about

What characteristics make them the best and the

worst?

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 Values in Action
Values as a filter
>Prospective team members, employees
>partners/vendors

Values as a decision aid

Values-based marketing

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 Tweet While You Eat - values example
KISS

WOW

PROVE

EAT

BE MERRY

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 What Is a Mission?

Organizations reason for being

Purpose

Generally doesnt change

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 @whileyoueat Mission - example

Prove that rewarding eaters using Twitter

creates loyalty, drives new business, and
makes feeders more profitable.

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 What Is a Vision?

A picture of where the organization will be

in three to five years.

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 Tweet While You Eat Vision
@whileyoueat is one of the top 10 trending
topics on Twitter daily.

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 What Is a Positioning?
A 1-2 sentence description of How you do what
you do and for whom
(ie- what markets.)

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 Tweet While You Eat Positioning
We use Twitter to facilitate a simple loyalty
program for restaurants. Our proprietary app
tracks tweets about our restaurants, DMs Tweople
$1 off coupons, and proves ROI to our Eaters and
Feeders.

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 What Is a Value Proposition?
One sentence which conveys to others the Value
you provide to your customers.

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 Tweet While You Eat Value Proposition
We provide Eaters $1 a tweet, and Feeders with
more eaters for $1 a visit.

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 What Is a Tag Line?
Quick, catchy statement or phrase that embodies
who and what you are.

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 Tweet While You Eat Tag Line
Tweeters Connecting Eaters and Feeders

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Tweet While You Brand Equity Chart
Prove that rewarding Eaters using Twitter creates loyalty, drives
Mission
new business, and makes Feeders more profitable.

Vision @whileyoueat is 1 of top 10 trending topics on Twitter daily

Core Values KISS WOW PROVE EAT BE MERRY

We use Twitter to faciliate a simple loyalty program for restaurants. Our proprietary
Positioning
app tracks tweets about our restaurants, DMs Tweople $1 off coupons, and proves
Statement ROI to our Eaters and Feeders.

Value
We provide Eaters $1 a tweet, and Feeders with more eaters for $1 a visit.
Proposition

Tagline Tweeters Connecting Eaters and Feeders

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 Brand Leverage

Traditional Advertising
PR
New Media
 Traditional
Advertising
TV, Print, Radio, Mail, etc.
Expensive
Effective?
+Reach, +Repetition, +Response
ROI?
 PR
Newspapers, Magazines, TV, Radio,
etc.
Free (except PR firms)
Effective
+Reach, -Repetition, +Response
ROI?
 New Media
Online, Social, Email, Mobile, etc.
Free (except for time)
Effective?
+Reach, ++Repetition, -Response
ROI?
 Brand Share

Top of Mind Awareness

Top of Google Awareness
Top of Facebook Wall
 Brand ROI

Prioritization
ROI v GRIPitROI
 Prioritization

Dangers, Opportunities and Strengths

Top 5
Ownership
Communication
 D.O.S. Conversation
Dangers things that are derailing, or potentially
could derail, your companys growth and/or success

Opportunities things to focus on

Strengths things to build from

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 Measurability = Accountability

Make each priority truly measurable

SMART Goals
Whats the win

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 Prioritize your Top 5

Wins have to be prioritized in comparison to each

other

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 Time to Take Ownership

No Owner = No Action

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 Build Out Each Priority

Brainstorm!
Individual Action Items Created
Prioritize

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 Following Through on Action Items
How do you maximize follow-through?
Accountability

How do you achieve accountability?

Communication
>Team meetings
>Daily Huddles
>Measure your Results against your Plan

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 GRIPitROI
Genuine
Repeatable
Identifiable
Purposeful
Individual Touch
Reactions of Interest
Is your Brand making
you money?
What are you spending on your brand?
What is your budget for advertising, PR,
and New Media?
Have you established ROI and
GRIPitROI
Is your brand sales and selling for you?
 Questions?

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